Games marketing kicks off with video of bid triumph
In the first of what will likely become many attempts to profit from Beijing winning the 2008 Olympic Games, a new video compact disc commemorating the victory is expected to hit the streets tomorrow.
'We finished pressing the first one million copies of We've Won! - Remembering the First Day of Beijing's Successful Olympic Bid on Monday, and copies should be available throughout the capital on Thursday,' said Tu Weidong, an official from the Modern Publishing House, which is producing the VCD.
Mr Tu noted that domestic copies would be available in all provinces for 20 yuan (HK$18.60). He said the VCD format was chosen for its popularity, but would not rule out DVD copies in the future.
'We also have foreign distribution rights and are hoping that Chinese all around the world who couldn't be in Beijing the night of the historic announcement will want to purchase the VCD as a way of feeling the excitement,' Mr Tu said.
'But I think the video will have enormous appeal even for those who live in the capital, because it encapsulates a once-in-a-lifetime feeling of victory that we can all be proud of and relive again and again.'
The two-hour VCD contains official footage of the Beijing bid committee's speech, the vote and recently retired International Olympic Committee president Juan Antonio Samaranch's announcement of the capital's victory.
It also includes scenes of the lively celebrations that continued into the early hours at Tiananmen Square, the Millennium Monument and on streets all around the city.
Mr Tu expects the VCD to have artistic appeal as well.
He said profits from the video would be split among Modern Publishing House, the Olympic Bid Committee and media groups such as CCTV that helped organise the original footage.
'I realise that there is a large black market for VCDs in Beijing, and honestly, it's very hard to predict how rampant pirated versions of the recording will be,' Mr Tu conceded.
'However, I think the problem shouldn't be too severe since it is a commemorative video and most people will want the higher-quality original version.'
More than 200 large domestic and international enterprises had lent their support to the video, including Costco, Legend Computers and Coca-Cola, the China Youth Daily reported.